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PicPay

From 3 days to 5 minutes: Increasing the speed of campaigns and A/B tests

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Internal product · 2 months · In production

Interface da plataforma Houston, de criação de audiências do PicPay

Executive Summary

Product

Houston is the platform where teams create the audiences that segment app users, making rollouts, campaigns and A/B tests easier. We were responsible for registering new audiences.

Challenge

Teams without autonomy to create their own audiences. A highly manual process dependent on our data team.

  • 30 tickets/month
  • 3 to 4 days to create an audience
  • 40% of the team's time

Solution

In production

Autonomous platform with a step-by-step flow where the user pastes the SQL query and the audience is created automatically.

Project Differentiator

We brought into the design process both the people who handled the support tickets and the people who wanted to create audiences, resulting in a solution that fit everyone's needs.

Personal Reflection

It was an exercise in prioritisation. We made difficult decisions about what went into the MVP. Having the end user and the back office involved in the process turned what could have been opinion into real data.

Final Impact

99.88%

Faster audience creation

47%

Fewer support tickets

51.25%

Lower query maintenance costs

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